In today's volatile world, companies need to be dynamic and able to adapt their strategy, operations and branding to remain relevant and attractive. To this end, brand updates, including rebranding, are essential. But how can you guarantee that your new brand strategy will be successful? There are some major challenges that need to be overcome.
Brand consistency down to the email signature
Many well-known companies are taking advantage of updating their brand communications, as it allows them to reposition themselves and remain flexible and grow in a rapidly changing world. However, rebranding must go far beyond the use of a new logo design or mission statement. Why? In today's world, everything is about content and everyone is now a so-called "content creator." So, to ensure brand consistency and compliance throughout, a modern rebranding strategy must support the brand in all types of business content created within an organization - from invoices and email signatures to marketing ads as well as social media posts. If this cannot be ensured and different branding is used in different business content, the entire brand will quickly look unprofessional and lose its trustworthiness.
Simultaneous design adaptations in all parent & subsidiary companies and sub-brands
However, if a company does not have the required resources or the right tools for brand management, rebranding can be an extremely time-consuming task. For many, this prevents them from adapting and rebranding their company-wide as well as cross-company (subsidiary or sub-brand) brand content creation, which significantly reduces the competitiveness of such companies. Especially in large companies, content distribution is complex and often requires high human and/or IT resources. These large companies or groups of companies often already have major problems with consistent content creation, let alone rebranding. This, of course, includes marketing and social media content. Therefore, the right resources and tools are needed here to be able to implement the new branding in all areas of the company.
All employees must participate
Another challenge is company-wide asset management, i.e. the internal rollout of the new brand communication - every single employee has to incorporate the new design into their communication and use it continuously. The problem often arises here that employees are still using the old design without noticing it.
So if a company doesn't use a consistent brand language, be it just a slightly different color palette, the professionalism and presence of the brand will be weakened and customers and target groups can be confused. Therefore, you should always keep the previously mentioned points in mind - especially when rebranding, they are not easy to comply with.
